Retailers and shopkeepers soon won't be permitted to ask for customers' phone numbers while generating bills, according to a directive from the department of consumer affairs.
Taking customer numbers without their 'express consent' is a breach and invasion of privacy, an official said to Economic Times.
The official continued by saying that such a move would be considered an unfair trading practice, which is defined as any commercial conduct or practice that deceives, defrauds, or harms consumers.
When creating the bill for a customer's transaction, the majority of large shops are required to record the customer's phone number. These numbers are then used for push notifications or loyalty programmes.
The department received multiple complaints from customers about businesses' insistence on obtaining their phone numbers, prompting the decision. The official stated that this will soon be relayed to all businesses through trade associations that speak for merchants, as reported by Economic Times